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Head-to-head · PPC Software

Google Keyword Planner vs SpyFu

  • Updated Oct 2026
  • Both researched from official sources
  • 2 checks side by side
Higher score Google Keyword Planner #1 in PPC Software 8.8/10 Free plan Free plan✓ 0 of 3 features Visit Google Ads
SpyFu #3 in PPC Software 8.4/10 Free plan Free plan✓ 1 of 3 features Visit SpyFu

Google Keyword Planner leads on 0 checks, SpyFu on 0, and 2 are even. Who comes out ahead on the 2 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreGoogle Keyword Planner · 8.8/10
  • Free planboth
  • Most featuresSpyFu · 1 of 3

Google Keyword Planner scores higher on our rubric for ppc software: 8.8 against 8.4 out of 10; our editors rank them #1 and #3.

Google Keyword Planner is the better fit for advertisers planning Google Ads keywords and bids. SpyFu is the better fit for teams researching competitors’ PPC keywords and ads.

  • Google Keyword Planner fits best

    Advertisers planning Google Ads keywords and bids

  • SpyFu fits best

    Teams researching competitors’ PPC keywords and ads

Advertiser disclosure: iTechGuides is reader-supported. Vendors can pay for top positions in our rankings and for a place on other products' pages, and we may earn a commission when you click some links. Bought places stand at the number bought; this page and our disclosure say so. Paying vendors may get a fuller, more detailed review from our editors, and that review can change their score. How we rank.

Side by side

Feature Google Keyword Planner 8.8/10 Visit ↗ SpyFu 8.4/10 Visit ↗
At a glance
Editor score 8.8 8.4
Ranking #1 in PPC Software #3 in PPC Software
Best for Advertisers planning Google Ads keywords and bids Teams researching competitors’ PPC keywords and ads
Pricing model Free Free plan + paid
Starting price Free plan $29/mo
Free plan ✓ ✓
Free trial — —
Deployment Cloud Cloud
Platforms Web Web
Support Docs Live chat, Email, Phone, Docs
Built for Small business, Mid-market, Enterprise Solo, Small business, Mid-market, Enterprise
Features Google Keyword Planner 0/3 · SpyFu 1/3
Bid automation Not checked yet Not checked yet
Keyword research Not checked yet ✓ (best)
Conversion tracking Not checked yet Not checked yet
Specs
Ad channels Not checked yet Not checked yet
Report exports Not checked yet Not checked yet
Managed ad accounts Not checked yet Not checked yet
Our review
Pros
  • Generates keyword ideas from terms, websites, landing pages, and categories
  • Shows estimated monthly searches, trends, competition, and bid estimates
  • Forecasts clicks, impressions, conversions, and costs for campaign plans
  • Research paid keywords and advertising history by competitor
  • Compare domains and identify keyword gaps
  • Export data or access it through the API
Cons
  • Requires Google Ads account setup and billing information for keyword suggestions
  • Focuses on planning rather than managing full PPC campaigns
  • Support is listed through documentation
  • Supports PPC decisions but does not execute campaigns
  • Basic limits search results and exports to 10k rows
  • Basic and Pro + AI include only 1 user
Our verdict

For advertisers preparing Google search campaigns, Google Keyword Planner helps turn search terms, websites, landing pages, or product categories into keyword ideas and campaign plans. It reports estimated monthly search volume, historical…

Read the review →

SpyFu is a web-based competitive intelligence tool for marketers who need to research paid and organic search activity. Its PPC research covers competitor keywords and advertising history, while related tools cover rankings, backlinks,…

Read the review →
  1. Google Keyword PlannerPPC Software 8.8Free plan
  2. SpyFuPPC Software 8.4Free plan

Strengths and trade-offs

  • Google Keyword Planner — where it wins

    • Generates keyword ideas from terms, websites, landing pages, and categories
    • Shows estimated monthly searches, trends, competition, and bid estimates
    • Forecasts clicks, impressions, conversions, and costs for campaign plans

    Where it doesn't

    • Requires Google Ads account setup and billing information for keyword suggestions
    • Focuses on planning rather than managing full PPC campaigns
    • Support is listed through documentation

  • SpyFu — where it wins

    • Research paid keywords and advertising history by competitor
    • Compare domains and identify keyword gaps
    • Export data or access it through the API

    Where it doesn't

    • Supports PPC decisions but does not execute campaigns
    • Basic limits search results and exports to 10k rows
    • Basic and Pro + AI include only 1 user

More comparisons

All PPC software comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026

Last updated · How we research and update